‘BUD LIGHT 2.0’: Jaguar facing backlash for new ‘nothing’ ad with gender-neutral models, no cars
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Jaguar is the latest brand that might be getting the Bud Light treatment after its new ad shows a whole lot of “nothing.”
The car company debuts the promotional video with the slogan “Copy nothing” along with its reimagined logo on its X account on Tuesday.
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The otherworldly ad featured models in colourful outfits on what appears to be another planet as they pose alongside phrases such as “break moulds,” “create exuberant,” “live vivid,” and “delete ordinary.”
What’s missing from the 30-second ad is an image or footage of any sort of vehicle — it’s merely expressionless models, rocks and dirt.
X users were quick to point out Jaguar’s wokeness in its attempt to sell cars, with some comparing the campaign to Bud Light and its ensuing downfall after it caused outrage for hiring hired transgender influencer Dylan Mulvaney as a spokesperson.
“This is so the wrong timing for this,” writer Jon Gabriel commented. “I can understand the C-suite being conned into this in 2022, but you have completely misread the moment. Bud Light 2.0.”
RedState editor Brandon Morse suggested, “Fire whoever your ad company is. This is not it,” while his colleague Bonchie wrote, “Congrats on continuing to not sell cars.”
Meanwhile, PR firm CEO Craig Lucie noted, “This is why the right marketing and content team is important. You sell cars. Nothing in this ad tells a potential buyer about the story behind your product. What are your takeaways from this ad?”
Jaguar took it all in stride as many people, like Elon Musk, asked the obvious question: “Do you sell cars?”
The company replied on X: “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”
Jaguar also responded to other confused users, claiming “the story’s still unfolding” for the rebranding and how the ad is “setting the stage” for the future.
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According to Jaguar’s press release, “a new era begins today” for the “completely transformed” brand.
“Jaguar’s transformation is defined by Exuberant Modernism, a creative philosophy that underpins all aspects of the new Jaguar brand world,” the company noted. “It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity.”
It boasts that the rebrand “recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.”
As hinted to Musk, the “next stage in the transformation of Jaguar” will be revealed at Miami Art Week next month, including the debut of its Design Vision Concept.
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